Ad Tech Still Full of Challenges for Many B2C Marketers in the Age of Mobile

Ad Tech Still Full of Challenges for Many B2C Marketers in the Age of Mobile40 percent of business-to-consumer (B2C) marketers know they need marketing technology, according to new research, but they’re not always sure about what they need.

A recent poll asked B2C and business-to-business (B2B) marketers, including nonprofits, about their priorities and challenges in 2015.

“Finding the right technologies for their needs was the No. 2 leading challenge among B2C respondents, following only proving marketing ROI,” reports eMarketer. “That was also the biggest issue among B2C respondents, but for them, securing budgets and managing websites were bigger obstacles than finding the right marketing tech solutions.”

Notably, B2C respondents were 13 percent more likely than their B2B counterparts to cite this issue.

“The most popular sales tool (recently) was CRM software like Salesforce. In 2015, 18 percent of respondents worldwide planned to evaluate or purchase CRM software.”

And for these enterprises, the No. 2 sales tools were sales engagement platforms, which lapped sales enablement software. In third place? Business data software.

“According to other research, peers are the most likely source of research for marketing technology purchase decisions, so it’s likely respondents’ co-workers and industry acquaintances who are most influencing such shifts in software usage — as well as helping bring clarity to the confusion of many B2C and B2B marketing professionals,” explained eMarketer.


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